Innovation in

Broadcasting

and Free-to-air

TV

Steve Weaver

Nine Network Australia

TV is the most favoured form of entertainment over the last

50 years

New delivery technologies

Satellite; cable, digital terrestrial, highspeed broadband NBN

New hardware

3D Broadcasts, HD screens, widescreen pc, ipad, ipod,

iphone, Kindle, 4G devices

New services

T-Box, Fetch, TiVo, Iview, Fixplay, Plus7

Hulu,Google TV

TV is now anytime, anywhere

This gives us the ability to

consume content:

ANY TIME

ANY PLACE

ANY WHERE

Screens and Content

The mass reach of TV

It takes less than 2 weeks for TV to reach 95% of

Australians

28 Pay channels and 5 FTA channels reported in 2003-

now 90 pay channels and 15 FTA channels in 2009

The Block Grand Final reached 3.847m in a single

episode. The most popular youtube video in

Australia over the last month (Coldplay- Paradise

Video) has less viewers (3.677m)

Technologies such

as Catch-Up TV

Websites, PVRs,

Tablets and Social

Media Apps are

enhancing the way

viewers watch

television

…as a result viewers are watching MORE

Australia:

45%

UK:+40% USA:+40%

PVR Penetration: USA/UK/Australia

People don’t get PVRs to avoid

ads; they get them because they

LOVE TV

PVRs are driving TV

Consumption, in the UK owners

watching around 17% more TV

(85% of which is live netting out at around 2% more ad views in total)

Skyview

The PVR makes

viewing commitment

easier

It's easier to engage and be loyal to

the programmes you like as it takes

out stress and strain of being

'there‘

Viewers have access to more

Viewers watch more

Viewers engage with program

and commercial

‘Disruptive’ technologies nurture TV

Death of the 30”

sec spot

End of the

schedule

Eating in to

broadcast

Engaging with

program and ad

break

Schedule builder

TV’s informal PR

machine

Online drives TV which drives

Online

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

sha

re o

f d

ail

y p

ag

e i

mp

ress

ion

s

Traffic peaks for ninemsn TV show websites

ACA (weekday) Today (weekday) Sixty Minutes (Sun)Getaway (Thurs) Farmer Wants a Wife (Mon) Underbelly (Mon)NRL Footy Show (Thur)

New technologies growing TV

Consumption

Australia

Up

1.5hrs/mth

USA

Up

2hrs/mth

UK

Up

2hrs/wk

Better viewing experience

Depth of content

Generation Z

Gen Z (13-17 year olds) spend 42%

of their free time watching TV

as opposed to 37% online!

82% of Australian teens surveyed

not only like advertising but

welcome it

79% of teens will go to a

website for further information

about a product after seeing it

advertised

with 53% then purchasing the

product online

4% hate advertising

• STB

• Foxtel IQ; CE PVR

• OTT STB

• T-Box; Fetch; Apple TV

• Connected TV’s

• Samsung

• Game Consoles

• x-box 360

Deeper Connections

Social Media

Socialisation of TV

To

p 1

0 M

ed

ia

Co

nte

nt

1. TV shows

2. Social networking sites

3. Music

4. Websites

5. Movies

6. Newspapers

7. Books

8. Video Games

9. Radio Programming

10.Ads

Source: Deloitte State of the Media Democracy

So

cia

l T

V

Mo

tiv

ati

on

Source: TVGuide.com User Research Study, May 2011

Bra

nd

Re

co

mm

en

dati

on

Trust

R T Social Media

Recommendations Advertising

The future We continue to want more TV

BIGGER and BETTER sets, better picture quality or sound

To CATCH UP with TV we missed

To SOCIALISEwith like minded viewers

To INTERACT, FIND OUT MORE and make

RECOMMENDATIONS on the things we love

Constant MOBILITY, to take it with us when we go

ALL OF WHICH PAINTS A ROSY PICTURE FOR THE GOOD

OLD TUBE